The document summarizes key aspects of digital marketing, including search engine optimization (SEO), social media, and analytics. It provides tips for on-page SEO, off-page link building, best practices for social media strategies and execution. Case studies show how SEO and social media were used to drive traffic and engagement for clients. Tools for SEO, social media and analytics are also listed.

1. The 3 Prongs of Digital Marketing: Search, Social and AnalyticsEntrepreneurs’ OrganizationGlobal Leadership Conference

2. 5/6/20112About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics.@marcelmedia Facebook.com/marcelmediawww.marcelmedia.com/blog 33

3. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across the country. And two kids.5/6/20113@kfcutler/in/kellycutler

4. The 3 Prongs of Digital Marketing 5/6/20114

5. Example of a Viral Product Video 5/6/20115

6. Please take 5 minutes to fill out the worksheet. Your answers can involve past, previous, of future online marketing initiatives. Please be prepared to share your answers with the group. A digital marketing campaign that is performing well or worked well in the past and why? A digital marketing campaign that has failed and why? A digital marketing campaign you are interested in implementing but have not executed yet and why?​ Exercise5/6/20116

7. Search Marketing 5/6/20117

8. A Breakdown of SEO 5/6/20118

9. URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited

10. ALT Tags - Should be image specific keywords, filenames should be all lowercase, with hyphen delimiters

11. XML Site Map - Lays out the site architecture in an easy to process web document so all pages can be crawled and indexed by engines 7 Simple On Page SEO Tips 5/6/20119

12. Title Tags – Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding portion

13. Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms)

14. Navigation -This should be top-level, and text-based HTML (don’t use flash, don’t place in footer)

15. Start a blog and syndicate content across the web

16. Press Release Optimization 7 Simple On Page SEO Tips5/6/201110

17. Benefits of Off Page SEO: Link Building What is a “link”?On page HTML element that allows the user to navigate to another page on the internetWhy are links important? All links are important to SEO .The most important types of links for SEO are "backlinks“ or "inlinks". What are backlinks? Backlinksare from pages on an external site that link back to your site. 5/6/201111

18. ▪ Authority Links -links from relevant sites such as .edu sites, personal websites etc▪ Directory Links -include search engine and paid directories such as the "Yahoo Directory”▪ Real Time Links -links from regularly updated content-driven sites such as blogs, PR sitesSocial Bookmarks - Bookmarks allow users to tag a website or webpage, save it for later, or share the links with friends. This helps to syndicate branded content and compliments off page SEO. Examples of Backlinks5/6/201112

19. Problem:A financial client approached us almost two years ago and asked us to come up with an online, viral marketing campaign to drive traffic to a new .com site. After researching we found that people wanted information about Mark-to-Market Accounting and The Ratings Debate. Off Page SEO: Link Building Case Study 5/6/201113

20. Solution: We created a viral blogging strategy. The core of the strategy revolved around creating a blog for each one of the viral topics. The goal was to foster an interactive, informal and conversationally driven environment for users to gather information on current trends, ask questions and get advice. We managed the submissions and syndication to social media sites, as well as a (SEO) link building campaign to help ensure the blog articles and websites show up on high on the SERPs.Case Study: Solution 5/6/201114

21. The client has won several Summit Awards for each of the blogs

22. The blog sites are one of the top referrals of traffic to the .com

23. Year- over- year the blogs following grows, on average, 500-600%

24. Overall the viral campaign increased traffic to the blogs by 77%

25. 89% of those visits are reoccurring visitors to the siteCase Study: Results 5/6/201115

26. SpyFu – Competitive analysis tool

27. Website Grader – Rates the search engine friendliness of your website

28. Semrush - Tool for Google organic and AdWords competitors keywords research

29. Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites

30. Xenu Link Sleuth- Free desktop program that spiders your website

31. Open Site Explorer – Backlink Analysis Tool

32. Web Seer - Allows you to compare two keyword suggestions against each other and will show where the queries overlapSearch Marketing Tool Kit 5/6/201116

33. Does Your Website Make the Grade?5/6/201117http://websitegrader.com

34. Social Media: A Guide to Getting It Right 5/6/201118

35. THE NEW DORK - Entrepreneur State of Mind (Jay-Z ft Alicia Keys Spoof) 5/6/201119

36. Small Business Social Media Stats 5/6/2011Source: Socialmediatoday.com 20

37. Benefits of Social Media 5/6/2011Source: Mashable.com 21

38. Getting Started with Social Media 5/6/201122Creating a social media policy Creating a social media strategyWhat works: real world examples Tips to get started with social mediaSocial monitoring tools

39. Considerations for a Social Media Policy Forbidden Content: Identify off-limit subjects and the process for handling those subjects Define the Rules of Engagement: Clearly communicate your organization’s comment policy3. Trust: Employees should be trusted to communicate and develop relationships with customers4. Training: Provide complete training about how to blog, and review legal issues with employees5. Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company. 5/6/201123

40. Considerations for a Social Media PolicyAvoid Legal Jargon: Write the policy in terms your employees can understandDefine What Social Media Means to Your Business: Define exactly what sites/tools/etc fall under the ‘social media’ umbrella for the purposes of your policyMake Sure Employees Understand the Chain of Command: If different groups/departments should handle responses based on content then clearly spell that outCreate Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy5/6/201124

41. Best Practices: Social Media Strategy Define a Distribution Strategy: Evaluate the main brand, sub brands and notable personalities that are “follow worthy”2. Create a Life Support System: Make sure each account has a dedicated community manager that can respond quickly and effectively3. Mission and Purpose: Know the audience you’re trying to reach and have a purpose for each account4. Develop an Editorial Program: Evoke the new K.I.S.S. (Keep It Significant and Shareable)5. Construct a Listening Framework: Monitor your brand as well as the distinct conversations related to each account5/6/201125

42. Best Practices: Social Media Strategy Escalation & Workflow: Draft a clear flowchart that details the steps for a variety of “if this happens, then do this” situationsSocial Media Brand Style Guide: This documents primary function is to define the brand persona, characteristics, voice, and messagingServe Customers and Prospects: Each channel needs a service function that aims to promote customer appreciation and loyaltyResponse Time: Timing is everything and in brevity there’s clarityDefine Benchmarks: Monitor the performance of each account to improve its engagement and editorial strategy5/6/201126

43. Social Media: How to Execute 5/6/201127

44. Emerson’s Seamless Execution 75% of business sourced from Facebook, Twitter and their blog. website traffic tripled Link to social profiles, links to all of their stylists’ social profiles, their blog feed, and a button to book an appointment online.After booking an appointment, a user can share their appointment with friends on Twitter or Facebook. Emerson Salon makes it a point to stay involved with the local community and build a place where customers can gather for just about anything. 5/6/2011Source: Mashable.com 28

45. Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week